3 Flavours, Your Decision

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Title

3 Flavours, Your Decision

Advertiser:

Danone

Year:

2011

Source:

Astral OOH

Product Category:

Consumer Packaged Goods

OOH Format:

Digital, Outdoor

Country:

Canada

Objective:

To determine what consumers want as the next Activia dessert flavoured yogurt.

Target Group:

Women aged 25 to 54.

Strategy and Media Used:

The campaign ran from August 8th to September 26th, 2011 throughout Vancouver, Toronto and Montreal. Consumers were encouraged to vote for the next Activia dessert flavored yogurt at Activia.ca, where they could upload a photograph of their face and it would be displayed on the out-of-home digital boards with their vote, in real time. Using Astral’s web cams, an image grab of their photo on the digital board would be sent to the voter’s Facebook account to commemorate their moment in the national limelight.

Results:

  • The campaign sparked 33,902 visits to Danone website
  • 11,873 visits that voted for the next Activia flavour
  • 31,006 unique visitors
  • Average time on website: 1 minute 41 seconds
  • 173 photos were posted on the Digital Billboards
  • Generated over 500,000 Facebook impressions